Jerry Neal's career has taken him to both coasts and both sides of this industry – the retail side and, now, the manufacturing side.
The current president of custom mannequin and fixture manufacturer Goldsmith Inc. (Long Island City, N.Y.), Neal started his retail career as a window trimmer with Parisian in Birmingham, Ala. Then, the call of the waves drew him to California where, between surf lessons, he worked in the home fashion office at Federated's Bullock's.
Moving up the career ladder, as well as the Pacific coast, Neal went from May Co. in Los Angeles to Mervyn's in San Francisco, where he served as director of merchandise and visual presentation. Next up was a venture in Wisconsin with a then-little-known Midwest retailer named Kohl's. Neal worked for Kohl's for 12 years, helping transform the company while setting records for new store openings.
In 2003, the surf called him back and Neal “retired” to California, only to realize he missed the action. It was then that Mark Goldsmith contacted him about joining his family's mannequin company.
Having spent so many years on the other side of the industry, Neal said he was surprised by the scientific and complex nature of mannequin production.
“I was also taken by how demanding customers can be,” he says. “It makes me wonder if I was that demanding.”
Goldsmith is a participating showroom at StoreXpo, held December 8-10 in New York. For more information, visit www.storexpo.info.
What excites you most about your job?
The constant change and ongoing challenge. I learn something new on several levels every day.
What gives you the biggest frustration?
Things don't happen fast enough for me. But then again, they didn't on the retail side of the business, either.
What's the first thing you notice when you walk into a store?
The overall ambience of the store and the message the retailer is trying to give its customer. Retailers, as well as vendors, are really in the “message” business, communicating what they want their customers to think about them and how it relates to their lives.
What is your most vivid memory of your first December market in New York?
How incredibly exciting it was! Everything looked so beautiful, there were so many options to buy for the stores. I was somewhat overwhelmed. It seemed very cold and I seemed very small. Of course, I was “only thirteen.”
Why should there always be a StoreXpo?
Because the industry always needs newness and excitement, and New York as a city and as a marketplace encourages that creative process. It also is a great venue to see some of the best and brightest displays happening anywhere.
Last time I stayed up all night was…
The presidential debates. I tend to be a CNN junkie and I just continued to watch all the spin and then compare it with other channels' feedback. Before I knew it, it was 5 a.m.
What would people be most surprised to find in your wardrobe?
I am very conservative when it comes to clothes, so other than 12 pairs of almost identical black shoes, there are not many surprises there.
What puts you in the holiday spirit?
Without sounding like Julie Andrews, the smell of fresh Christmas trees, lots of glimmering white lights, the crisp air, the joy of hand-wrapping presents and, of course, the anticipation of spending time with friends and family.